How to increase Revenue and CR using Customer Feedback (Step-by-step guide)
Everyone knows that he should talk with customers, gather user feedback, use voice of the customer in order to make their business better. But very few people really do it...
In this article you will learn how to use user feedback polls and customers surveys to get actionable information from your customers (or potential customers) and use it to increase Revenue and Conversion Rate of your business.
"The greatest nuggets of insights are in open ended questions because it is Voice of the Customer speaking directly to you (not cookies and shopper_ids but customers). Use the quantitative analysis to find pockets of "customer discontent", but read the open ended responses to add color to the numbers. Remember your Director's and VP's can argue with numbers and brush them aside, but few can ignore the actual words of our customers. Deploy this weapon"

Avinash Kaushik
Digital Marketing Evangelist at Google
What is the purpose of user feedback?
You can get a lot of useful information about your website by collecting user feedback:

  • Understand root causes of abandonment;
  • Locate process bottlenecks;
  • Uncover UX issues;
  • Distinguish visitor segments whose different motivations for similar on-site activity are undetected by analytics;
  • Identify demand for new products or improvements to existing products;
  • Figure out who the customer is, feeding into accurate customer personas;
  • Decipher what their intent is. What are they trying to achieve? How can we help them do that?
  • Find out how they shop (comparison to competitors, which benefits they seek, what words they use, etc);
  • What are the biggest sources of friction? Doubts? Hesitations? Any unanswered questions? Knowing this allows us to take steps to reduce friction.

But in short, by collecting and analysing user feedback you can figure out where the friction occurs in purchasing process, what stops people from buying and why it happens.
How to Implement user feedback tools on website
There are a lot of marketing tools on the market that has on-page Polls and Surveys that can be used to collect user feedback on the website, but we prefer to use Hotjar as it's:
1. Powerful in terms of features
2. Not expensive
3. Very easy-to-use (friendly interface and good UX)
In order to collect user feedback we are using 2 Hotjar features:
1. Hotjar Polls (on-page)
2. Hotjar Surveys
What is the logic behind of implementation?
Let's imagine that you have a Conversion funnel like this:

Product page → Cart page → Checkout process → TY page

You lose decent amount of potential customers on each step of the funnel. So what can you do to reveal where the friction occurs, what is the source of friction and why it happens?

You can ask visitors about it.

And they will tell you about it. Not all users, only a few of them, but it will be enough to notice trends.

So, for example, on the product page you can implement Hotjar Poll with simple question "What's the biggest question you have about this product?
It can reveal unanswered questions that your target audience has when landing on the product page. Then, based on analysis of responses, you will clearly understand what you should add to a product page to make it more useful and informative. Here is real case study where we increased Revenue by 27% and Ecommerce Conversion Rate by 24% using such approach in Conversion Rate Optimization.

On the cart page you can implement another Hotjar Poll with question like "Do you have any questions before you complete your purchase":
It can tell you the main hesitations and questions that target audience has on the step before Checkout process.

Believe me that 40-60% of visitors that exit your cart page have some reasons behind of this action. And such poll on Cart page can reveal the reasons behind of it.

On the Checkout process you can implement another one Hotjar Poll with question like "Is there anything about this checkout process that we should improve"
If there is any real problems in it, users will tell you. As a result, you will know about the things that can be and should be improved to make your website better in the eyes of potential customer.

Btw, before implementing Polls on Checkout process, it's better to analyze on which step of checkout process you have the biggest drop-off (in case of multistep checkout). You can analyze that information by implementing funnel tracking within checkout.

On the Thank You page after transaction you can ask users even more questions (not just a short one- or two-question poll). As they just have finished the whole process (they have so called "Happy Moment"), they have much more motivation to leave more feedback, so you can invite them to participate in survey.
Here is the simplest survey that was created using "Question Bank" (list of already prepared questions by Hotjar team) in Hotjar Survey feature:
I think that it's the best place for such survey, because it 100% contextual: A user just finished checkout process, so he can share his feedback in details.

But, in addition to it, it will be also helpful to implement such surveys in:
  • Order confirmation Email
  • Post-purchase Email
  • Email about shipping/delivery
  • Any other emails which are related to a purchase
There are some examples that I did for my Ecommerce customers. The first one is Thank You email that we are sending a few minutes after the purchase:
Or this one that Shopify CMS is sending instantly after a purchase. It's another good place for inserting link to your survey.
Some bonus tips for Emails with customer surveys:

  • First, when sending invitations for the survey, keep the email short and simple.
  • Make it clear. Mention how long the survey will take (2-minute survey) or just say how many questions will be on it (5 short questions).
  • Use incentives, such as the chance to win an Amazon gift card.

So, as you see, it looks like a Machine for gathering User Feedback.
When should we trigger all these polls/surveys within Conversion funnel?
I suggest to use very simple approach:

  1. At first You analyze Avg. time on page (using Google Analytics report: Behaviour → Site content → All pages → Avg. time on page) for each page where you want to implement polls or surveys.
  2. If it 30 seconds, then you can trigger survey after 30 seconds on the page
By using this approach, you can be sure that only users that spent at least some time on the page will take part in it, so the chance to get really valuable feedback much more higher than inviting to participate in it after 3-5 seconds.
How many data is enough to identify points of friction?
Since you're running this customer survey for qualitative reasons, you don't need to make numerical comparisons between two data sets. That means you can feel comfortable with fewer responses. The fewer sessions you gather, the wider your margin of error becomes. Here's a chart that shows confidence levels for different sample sizes:
A ±6% margin of error is totally okay for qualitative surveys. You're mostly trying to spot patterns and do voice of customer research.

Clearly, though, you don't want to survey too few people. Ask 10 people, and surely some loud voices can skew your data. You're at a high risk of forming false patterns then.

We have found that somewhere between 100 and 200 is the ideal quantity. After 200 responses, the answers tend to get repetitive and don't add value (and they take longer to analyze, using up more resources). But if you have less than 100, and there might not be enough data to identify trends or to draw conclusions from.

What to do with collected responses?
First off, to be clear, there is no general consensus among qualitative researchers about the process of qualitative data analysis. There is no single way of doing that. But we prefer the process that guys from ConversionXL are using:

  1. Conduct an initial review of all the information to gain an initial sense of the data.
  2. Code the data. This is often described as 'reducing the data', and usually involves developing codes or categories to distribute all the answers by groups.
  3. Interpret the data.
  4. Write a summary report of the findings.


Below you can see how we "Coded the data" after initial reviews and understanding that we have 5 clear problems: with Shipping info, Size and Fit concerns, Material of the product and its quality, Security issues on the website and Colour of the product.
Yeah, it can take a lot of manual work, but most likely in the end you will reveal insights that you have never even thought about by using other types of research.

And here is how we visualized all that info, so it became clear on which things we have to focus right now:
There is also another way of "Coding the data" where you divide all responses by 4 categories.

What we are looking for the following to highlight:

  • Phrases that tap into the respondent's needs/wants
  • Phrases that reference the respondent's biggest pain points
  • Phrases that key into their hesitations or concerns about purchasing
  • Phrases that tap into the respondent's likes and loves.
Start analyzing all the voice of customer data you pulled out from your survey responses by going back through each column and making note of the recurring themes. Chances are you'll start to find a pattern.

Let's say you're finding over and over again under your Hesitations/Anxieties column that visitors don't buy your products because of lack of shipping and delivery information.

Since that concern loomed large in your recent customers' minds, you can bet it's a concern for those visitors who left without buying. And, you'll want to make sure you address it on your site. At this point you have hypotheses for testing that can increase both the conversion and the income of your business
How to get more people to respond
Let's be frank, only a few people will take part in your polls and surveys, because of low conversion rate from people who saw it to people who took part in it. So you will have to wait some time till collect 100-200 responses. For some websites it can take just a few days, for others it can take up to 3-4 weeks.

Typically, though, there are two ways you can go about setting up your on-site surveys to get feedback faster:
  1. Ask a single open-ended question.
  2. Ask a simple yes/no question, and ask for an explanation once they've answered it.
The second often almost works well. As for why that is, it's probably because of a psychological principle known as "commitment/consistency". Once the user starts on the path by answering the easier Y/N question, they are compelled to continue by following up with an explanation.
How we used this data to get 27% Revenue uplift?
Now you know how to set up 2 user feedback tools on your website. So when data is collected and you have revealed some insights, it's time to formulate A/B testing hypothesis and start experimenting.

If you want to learn how we applied the same CRO approach and got 27% Revenue uplift with just a few changes on product pages, check out this article - How we increased Revenue by 27.5% due to user feedback from Hotjar Polls and Surveys
Useful resources for additional reading
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